Qun Tr Bn Hng

Phn loi ngh bn hng 1. Ngi bn l Nhng ngi bn l nhng hng ha hu hnh trc tip n tay ngi tiu dng cui cng C hai loi: - Hot ng kinh doanh ti mt im c nh ch yu da vo s lng khch hng n ca hng ca h - Ngi i din bn hng bn l n gp g trc tip vi khch hng ti nh

2. Nhng ngi to n hng Cng vic ch yu ca nhng i din bn hng thuc loi ny gm
-

To nhng n hng Gii quyt nhng vn lin quan n n hng y Hot ng ch yu l cung ng dch v cho khch hng, k ci vic iu phi, qun l tn kho v nhng nhim v khuyn mi Nhng mi quan h gia nh cung cp v khch hng l nh phn phi trung gian tng i n nh v thng xuyn. Thng p dng trong nhng ngnh hng sau: + Dt, thc phm, may mc, nhng hng bn bun

3. Nhng ngi cung ng cc dch v thng mi - Loi i din bn hng ny nhm mc ch qung co
-

Trng tm ca nhng i din bn hng ny khng phi l ngi tiu dng cui cng m l nhng ngi trung gian trong h thng phn phi.

Nhim v ca i din bn hng ny l:

+ n tip xc gp g vi nhng nh bn bun v bn l kim tra vic trng by hng ha ca mnh + Qun l iu hnh tn kho + C th hun luyn o to nhn vin cho h C th gp trong cc ngnh sau: m phm, thc phm, cng c lao ng

4. Nhng ngi bn hng thng mi Nhng ngi ny lin quan cht ch n vic chun b nhng cuc u thu, xy dng nhng chng trnh ti chnh v tn dng cho khch hng, gii thiu nhng khch hng tim nng n nhng a im kinh doanh ca nhng khch hin ti ca mnh h tham kho thm v hot ng kinh doanh ca sn phm mnh. V d: nhn vin bn hng ca cc hng thit b vn phng Trng tm l tm kim khch hng mi.

5. Nhng ngi cho hng qung co - S i din bn hng ny t khi tip xc vi nhng n hng
-

H cung ng rt nhiu dch v lin quan n sn phm, thng tin v sn phm cng nh hun luyn, hng dn cho khch hng nhng h thc hin rt t nhng hot ng kinh doanh trc tip

V d: + Cc trnh dc vin + Nhng hng sn xut cc loi thit b nh- thng ngy nhng i din bn hng n tip xc trao i vi nhng hng s dng ln, mi n hng v doanh s sau s c giao cho nhng hng phn phi ca a phng (v d cc sn phm thit b v sinh, ngi cho hng cho cc cng ty xy dng)

6. Ngi cho hng ca nhng hng dch v - i din bn hng cho nhng hng dch v thc hin nhng thng v v nhng sn phm v hnh nh: bo v an ninh, tin nghi, v sinh. - Thng thng nhng sn phm dch v l v hnh nn y l nhng thng v kh khn v i hi tnh sng to cao.

7.

Nhng ngi cho hng cc mt hng chuyn dng: - Loi i din ny l cc k thut vin bn hng - H bn cc sn phm c gi tr cao - Vic mua loi hng ha thit b ny do cp qun tr iu hnh cp cao quyt nh Cc i din bn hng phi am hiu y v mt k thut gii quyt nhng vn lin quan, ng thi phi quan h gn gi, thn mt vi k thut vin ca khch hng. V d thng thy trong cc ngnh cng nghip, Khch hng ca ngi bn hng: Hng sn xut Cng ty Siu th Ca hng bn bun Ca hng bn l C quan hnh chnh C quan gio dc C quan y t

Khuynh hng qun tr bn hng

Trc y:

Ngy nay:

Giao dch l ch yu C nhn Doanh s bn hng a phng

Mi quan h i, nhm Hiu qu bn hng Ton cu

Khuynh hng lnh o

Trc y:
-

Ngy nay - Kin thc l ti nng

Nng lc thin ph xc nh ti nng

Lnh o ra lnh v iu khin

- Nh lnh o trao quyn v hun luyn

- Lnh o l chin binh

- Lnh o l nhng ngi to iu kin

- Nh qun tr trc tip

- Nh QT y quyn

Ngh bn hng C HI
1. C hi thng tin ngh nghip 2. Quan h ngi vi ngi 3. S a dng kin thc x hi 4. Tnh c lp cao 5. C hi chng t kh nng 6. Khen thng v ti chnh

Ngh bn hng KH KHN

1. Kh khn v vai tr:

S m h v vai tr

S xung t v vai tr (ngi bn hng lun ng v pha khch hng, ngi khng trc tip bn hng ng v hng cng ty)

2. Kh khn v p ng cng vic Cc con s khng th che du p lc

3.

Tnh ph thuc

4. S cnh tranh

CHNG II: M HNH T CHC LC LNG BN HNG PHN LOI LC LNG BN HNG 1. Lc lng trc thuc cng ty 1.1: LLBH bn trong cng ty - Tip xc khch hng qua cc phng tin giao tip t xa - Bn hng ti cng ty - H tr lc lng bn hng bn ngoi cng ty

1.2: LLBH bn ngoi cng ty - Tip xc trc tip khch hng - Bn hng - Thu thp thong tin t th trng

2.

LLBH khng trc thuc cng ty - i l - Mi gii - Ngi cho hng t do

La chn knh phn phi Knh phn phi trc tip Theo cu trc ca knh PP ny, cng ty thit lp nhng quan h trc tip vi KH hin ti cng nh tim nng thng qua LLBH ca cc i l hoc ca chnh cng ty Knh phn phi gin tip

S dng mt hoc nhiu trung gian gia nhng nh sn xut v ngi tiu dng

Knh phn phi gin tip thng c s dng khi LLBH trc tip kh khn trong vic tip cn, xm nhp th trng Vic bn hng thng qua trung gian c l dng knh phn phi ph bin nht i vi cc hng kinh doanh hng tiu dng khi m KH ca h tri rng theo nhiu khu vc a l Knh phn phi hn hp Mt cng ty c th c c s phn phi hn hp, mt s khch hng c phc v qua knh PP trc tip, mt s khc li qua knh PP gin tip Trong thc t rt him c nhng cng ty ch s dng mt loi knh PP

CC M HNH T CHC LC LNG BN HNG

1.

M hnh t chc theo khu vc (a l) - T chc theo khu vc a l l cch t chc theo lnh th c bn nht

- i din bn hng c ton quyn quyt nh vic kinh doanh sn phm ca cng ty cho tt c cc khch hng trong khu vc a l m mnh ph trch Vd: Gim c bn hng: G khu vc MB, Trung, Nam, u im: D qun l lao ng Phn b lao ng rng khp Gim chi ph i li Nm r c im nhu cu a phng Nhc im: Chi ph qun l tng Kh qun l tin hng

t c yu cu t bit i vi hng ha nh ru, bia, VLXD

2.

M hnh t chc theo sn phm - C cu t chc ny phn chia theo tnh cht ca sn phm
-

i din bn hng gi y tr thnh mt chuyn gia v mt sn phm no hoc mt s sn phm tng i ging nhau (v d GKD ph trch hng ha cht, vi si, KKM, VLXD)

u im: Trnh chuyn mn ha cao, hiu r c tnh sn phm Nm r nhu cu th trng i vi sn phm Nhc im:

 Trng lp khi tip xc khch hng, nhiu i din tip xc mt khch hng Tn chi ph i li p dng: cho hng ha c k thut cao, yu cu ch bo hnh, bo tr

3.

M hnh t chc theo khch hng - M hnh ny da trn nhng c im ca khch hng nh: quy m khch hng, hnh vi mua sm v vic s dng sn phm - Cng mt sn phm nh nhau nhng nhng khch hng khc nhau c nhng cch s dng khc nhau (v d kinh doanh sut n cho x nghip, cng nhn hay cho trng hc th s khc) V d: GBH B phn cng ty, B phn trng hc, B phn siu th, B phn c quan hnh chnh u im: Quan h tt khch hng p ng nhu cu khch hng tt hn Nhc im: D trng lp khi tip xc khch hng To s cnh tranh trong ni b cng ty

p dng: hng c nhiu phm cp khc nhau

Kt lun: Kt hp cc m hnh khc nhau

1. Tn cng ty 2. Vn, ngun vn 3. nh hng bn hng ca cng ty

4. S lng nhn vin ca cng ty 5. S lng nhn vin bn hng 6. Mt hng / nhm hng / ngnh hng kinh doanh 7. Th trng / phn khc th trng / i tng khch hng 8. Xy dng m hnh t chc lc lng bn hng 9. Ch gim st / kim tra nhn vin bn hng 10.Quy nh ch bo co bn hng 11.Ch tin lng ca nhn vin bn hng Phng php tr lng Mc lng

CHNG III: NG VIN LC LNG BN HNG I. NHNG YU CU CA NG VIN LC LNG BN HNG (6) 1. m bo tiu chun sng 2. m bo s cng bng 3. Kch thch lao ng 4. Gn b vi cng ty 5. To on kt gia cc thnh vin 6. Tnh minh bch, r rng II. CC CHIN LC TH PHN
1.

Chin lc xy dng: tm ch ng trn th trng + xy dng doanh s + quan h cht ch vi cc nh phn phi

Nhim v: + Tng cng tip xc khch hng mi v khch hng tim nng (tm hiu nghin cu thng tin th trng)

+ Cung ng dch v mc cao + Thu thp thng tin phn hi ca th trng i vi sn phm i ng: Lng v mt s khuyn khch khc

2. Duy tr: cng c mi quan h cht ch hn + duy tr doanh s + cng c v tr trn th trng + Quan h thm mt s im bn mi Nhim v: + Tip xc c ch ch mt s khch hng hin c + Gia tng mc cung ng dch v mt s khch hng hin c + Tip xc khch hng mi i ng: Lng + hoa hng + tin thng

3. Thu hoch: t vn li nhun ln hng u + ct gim chi ph bn hng + ch tp trung vo khch hng quan trng mang li nhun cao Nhim v: + Tip xc v phc v mt s khch hng quan trng nht, mang li li nhun cao nht m thi + Loi b nhng khch hng khng my quan trng + Gim dch v, gim d tr i ng: Lng (c th cng thm khon tin thng)

4.

Gt b: chuyn sang th trng khc + gim ti thiu chi ph bn hng + gim hng d tr

Nhim v: + Ct hn d tr + Ct hn d tr i ng: Lng

II. CC PHNG PHP NG VIN I. KHUYN KHCH VT CHT - Tin lng - Tin thng - Ph cp CC CH TIN LNG
1.

Lng theo thi gian: l khon th lao tnh theo s ngy thc t lm vic

u im: - Mi trng lm vic thoi mi - H tr nhau trong cng vic, t c cnh tranh - D iu phi lao ng - D p dng v to thu nhp n nh cho ngi bn hng Nhc im: - Khng khuyn khch lao ng - Khng khuyn khch sng to - Tnh t gic km - Mt thi gian qun l tc nghip p dng: - n v mi kinh doanh - Giai on thu thp thng tin

- Lao ng th vic
2.

Lng theo hoa hng: c hng t l hoa hng theo doanh s t c trong khong thi gian nht nh

u im: - Kch thch lao ng - Kch thch hc hi, sng to - Tnh t gic cao - Gim cng tc qun l Nhc im: - p lc doanh s - Cnh tranh ni b - Kh iu chuyn lao ng p dng: Cng ty kinh doanh n nh CC CH TIN THNG - Thng c nhn - Thng tp th - Thng thng xuyn - Thng t xut - Thng ly tin CC CH PH CP - Xa - Bng cp - Chc v - Thm nin II. KHUYN KHCH TINH THN
1.

Lm phong ph cng vic:

+ nhm gia tng s thch thc v thnh tu cng ln hn trong cng vic + nhn vin cng lm c nhng cng vic thay i v th v th h cng c ng vin

2. Ghi nhn thnh tch

+ nhn vin c ng vin khi hon thnh xut sc mt cng vic c th no ; v d nh bn c mt n hng + nhim v nh qun tr l to c hi cho nhn vin t c nhng thnh tch u n

3. Thi ua Biu dng Khen thng

+ l xc nhn v nh gi cao cng sc ng gp ca mt c nhn hoc mt tp th cho c quan

4. Giao trch nhim

+ phn ln nhn vin thch c c trch nhim v h nhn thc rng iu ny l quan trng, h cm thy h c tin cy, hnh din + nhn vin cm thy c tin tng, nh qun tr chp nhn ri ro
5.

Thng chc / thng tin

+ ngi thng chc, thng tin c nng lc, c nh gi r rng nht, c cng nhn hon thnh trch nhim c giao + l mt s ng vin mnh m i vi nhn vin

6.

H tr / to mi trng lm vic
+ nhn vin cn c h tr h c c hi hon thnh tt cng vic + cung cp cc ngun lc cn thit nh vt t, tin bc, thi gian (ti liu thng tin, chi ph tip khch,...)

7. Tham gia ca nhn vin

+ nhn vin c quyn pht biu kin v cng vic th h s cam kt thc hin tt hn + c khuynh hng tin tng v ng h nhng quyt nh m trong c phn tham gia vo
8.

K ngh / sinh hot tp th

+ nhn vin c quyn pht biu kin v cng vic th h s cam kt thc hin tt hn + c khuynh hng tin tng v ng h nhng quyt nh m trong c phn tham gia vo

9.

Quan h gia nh, ngi thn

10. Hot ng vn ha, th thao SO SNH PHNG PHP TR LNG Da trn Hoa Hng Da trn thi gian - ngi bn hng gnh chu ri ro - cng ty gnh chu ri ro - s hon thnh cng vic nh gi trn - s hon thnh cng vic c nh gi kt qu nhn thy c ch quan ca ng ch - t gim st v gim c - nhiu gim c, gim st

- khon

- chu s kim sot tp trung Phn ng ca nhn vin Bn Hng

- t phn i, t phn nn - ng v pha khch hng

- nhiu ri ro phn i - chiu theo nh qun l hn l chiu khch hng - quan tm n li ch vt cht (tin + du - quan tm n li ch tinh thn (cm lch) nhn thnh tch, cm xc c nhn, s pht trin) - ph hp cho vic bn hng: - thch hp cho cc chuyn gia, nh t + nhng mi quan h vn lm hng lng theo thi gian + k thut kt thc Cm nhn ca nhn vin Bn Hng - phng - c n - cng ty no cng nh nhau - suy ngh v hnh ng c tnh n xi th - nghing v c nhn l ch yu - thng lm vic chm ch - kh hp tc vi ban qun l - khuynh hng ng i - trung thnh, t mun thay i cng vic - suy ngh v hnh ng theo hng lu di - hng v li ch chung - thng lm vic kho lo

MT S CH CA K HOCH NG VIN 1. Xy dng k hoch ng vin da vo mong mun ca khch hng Nu mun nng cht lng dch v v chuyn mn Hy nng mc lng c bn v h thp hoa hng Nu cng ty c nguy c b mt khch hng Hy thit lp k hoch ng vin vi nhiu mc hoa hng khc nhau 2. Mun NVBH tp trung sn phm mi hay sn phm c th no B sung hay gia tng mc hoa hng, tuy nhin iu ny lm cho NVBH qun i cc sn phm khc 3. Vn cn nhc mc lng Tr lng thp kh gi nhn vin Tr lng qu cao nhn vin t mn, khng tch cc tm khch hng mi 4. Cng ty cho nh qun l bn hng xc nh mc thng mi thng

Nhn vin s dnh nhiu thi gian lm hi lng nh qun l thay v ch tm bn sn phm hay dch v cho khch hng 5. Tr lng c bn ngoi tin hoa hng Nu cng ty ch tr hoa hng theo doanh s m khng c lng c bn lm cho nhn vin cng thng v t l ngh vic cao Nu mc lng c bn cao nhn vin c ngh nghip khc 6. Gim c bn hng lun lun lng nghe chia s vi nhn vin bn hng Nu nhn vin khng c gii by nhng kh khn s lm nhng kh khn ny cng ngy trm trng hn Gi : Gim c lng nghe, chia s vi nhn vin v cc mi bc xc, quan tm v a ra phn hi c tnh xy dng Nhng kh khn, bc xc ca nhn vin lun c lng nghe, chia s hy chun b lng nghe v chia s nhng bc xc mi NHNG HNH VI GIAN DI CA NGI BN HNG Cc Bin Php Phng i tr v sm - Quy nh thi gian lm vic, s dng my chm cng - C bin php ch ti, v d 3 ln trong thng tr lng cuongvk21@gmail.com dinhtoanthang@gmail.com